Brand Tone

Passionate, Knowledgeable, Artisanal, Modern, Approachable

Brand Values

• •Quality
• •Passion
• •Expertise & Craftsmanship
• •Transparency
• •Customer Experience
• •Sustainability

Best Practices

• •Emphasize Quality & Craftsmanship: Always use descriptive language that highlights the superior quality of the beans, the meticulous roasting process, and the resulting exceptional flavors. Words like "artisanal," "meticulous," "exceptional," "hand-picked," and "small-batch" reinforce this.
• •Share the Passion & Story: Weave in elements of the founders' passion, the brand's origin story (the "coffee revolution"), and the journey of the coffee bean. This creates an emotional connection and authenticity.
• •Educate & Inform: Share knowledge about coffee origins, flavor profiles, brewing methods, and what makes specialty coffee different. This positions the brand as an expert and adds value for the consumer.
• •Maintain a Modern & Clean Aesthetic in Language: Keep copy clear, concise, and sophisticated. Avoid overly casual slang unless it specifically aligns with a particular campaign. The language should mirror the clean and modern design of their cafes and online presence.
• •Focus on the Sensory Experience: Use vivid language to describe the aroma, taste, and mouthfeel of the coffee. Help the reader imagine the experience of enjoying a cup of Montag coffee. Words like "bright," "aromatic," "sweet," "complex," and "smooth" can be effective.

Social Perception

Highly Regarded for Quality, Key Player in Istanbul's Coffee Scene, Knowledgeable and Passionate Staff, Stylish and Welcoming Cafés, Innovative/Revolutionary

Copy Examples

• •Headline: Beyond the Daily Grind. This is Montag. Body: We're not just roasting beans; we're curating experiences. From the lush highlands to your cup, every Montag coffee tells a story of passion, precision, and the pursuit of flavor clarity. Discover your perfect brew. Call to Action: Explore Our Coffees
• •Headline: The Art of the Bean, Perfected. Body: At Montag, "good enough" never is. Our founders left their careers to chase the perfect cup, and that obsession lives in every batch we roast. Taste the dedication. Experience the difference. Call to Action: Learn Our Story
• •Headline: Your Monday Morning (and every morning) Deserves This. Body: Inspired by the fresh start of a new week, Montag Coffee delivers unparalleled quality and flavor. We meticulously source and roast to awaken your senses and elevate your coffee ritual. Call to Action: Shop Specialty Roasts
• •Headline: More Than Coffee. It's a Movement. Body: Join the Montag revolution. We’re dedicated to the third wave of coffee – where quality, transparency, and craftsmanship meet. Step into our world of exceptional taste and aroma. Call to Action: Visit Our Cafes
• •Headline: From Istanbul, With Passion: The Montag Signature. Body: Each cup of Montag coffee is a testament to our city's vibrant spirit and our unwavering commitment to the craft. Experience specialty coffee that’s as unique and dynamic as its origin. Call to Action: Discover Our Super Specialty Collection